Microsoft

Mike Crowell, Marketing Manager
Yusuf Medhi, Senior Vice President, Online Audience Business
Gayle Troberman, Chief Creative Officer
Eric Hadley, General Manager

JWT *Lead Agency

Dylan Viner, Planning Director
Jonathan Disegi, Group Planning Director
Chris Loeffler, Business Director
Beth Waxman-Arteta, Group Business Director
Jeremy Postaer, Executive Creative Director
Kristen Lohwasser, Account Director

Universal McCann

Razorfish

How do you get people to question an existing brand choice that is as habitual as brushing your teeth, is universally viewed as satisfactory and is free to use? We uncovered a weakness in Google's seemingly impenetrable armor - their propensity to overload us with links - and used it to create latent dissatisfaction with current search engine choice. Bing was introduced as a Decision Engine; a new type of search experience that represented the cure to the Search Overload Syndrome we claimed people were suffering from.